Bayer 125 Years
Campaign Objective
70% of rural Indian households depend primarily on agriculture for livelihood. Out of this, 82% are categorized under small and marginal farmers.
Bayer India has established itself as a trusted brand in India for 125 years with significant contributions towards advancing agriculture, public health and sustainability in the country.
The ‘125 years’ campaign marked the commitment and legacy of Bayer India.
Through the campaign we want to communicate Bayer's relevance, commitment and legacy to relevant stakeholders by highlighting
- Vision
- Societal impact
- Innovation- Agriculture and Health
- Inclusivity
- Sustainability
Our services
Social Media Marketing
Client
Bayer 125
Time Spent
June 2021 - Dec 2022
Idea
To celebrate the legacy and the achievements of bayer, the campaign was designed to showcase the evolution of Bayer in India for the past 125 years and to highlight the milestones achieved along the years.
To instil a sense of pride and activate the internal employees we introduced formats like-
- Facebook Frames
- Facebook Stories
- Linkedin Personal Banners
Customizing the targeting to convey the right messaging for various stakeholders
- Government stakeholders
- Internal Bayer employees
- Healthcare personnel
Plan of Action
The plan was executed phase-wise
Phase - 1
Activating Internal Employees
We launched a compendium of stories to learn more about how Bayer is impacting society, especially in the areas of agriculture, health and nutrition.
Activities
- Emailer- Internal and external
- Launch video for social media - Highest reach till date
- Facebook Frames
- Teams backgrounds
- Facebook Stories
- Linkedin Personal Banners
Phase - 2
Activating followers through vision-led creatives
A total of 18 creatives were created to representing the seven content pillars of communication and we customized the targeting to ensure we have the relevant engagement on each post.
- Advancing Digitalization
- Rural development
- Empowering People
- Self-Reliant India
- Self-care
- Access to health solutions
- Doubling farmer incomes
Phase - 3
Activating Leaders through a video podcast series- Bayer Talks
Bayer Talks was a unique Thought Leadership video podcast series that has been crafted to give an inside out view of how a leader thinks, works together to create synergies and direct the organization on one path with one goal.
As part of this series Ms. Rachana Panda, Country Group Head, Communications, Public Affairs and Sustainability engaged in insightful conversations with 5 leaders of Bayer, India. The topics of discussion included the following-
- The Brand legacy of Bayer and the collaborative ecosystems being built
- How is Bayer contributing to a sustainable future through collectivisation and digitalisation
- The paradigm shift in people management and the the future of work force
End Results
- Out of the 18 posts created, the top 7 posts on Facebook in 2021 are all from the 125 year campaign, with the average engagement rate above 15%.
- The total engagement was recorded to be more than 3 Lakhs.
- The campaign yielded a reach of over 1.8 million people on just Facebook alone.
1.8M
The campaign yielded a reach of over 1.8 million people on just Facebook alone.
15%
Engagement increased
Out of the 18 posts created, the top 7 posts on Facebook in 2021 are all from the 125 year campaign.
300K
Total engagement
Total engagement from all the platforms.
Contact
Who We Are
We love what we do and rock at it.
ANTS is an ingenious mix of industry stalwarts, budding creative enthusiasts and digital experts. Our energetic team has a burning desire to create impactful campaigns that resonate with the brand. We leverage our digital expertise to deliver brand strategy, content, creatives, experience design and web-ready solutions.